Make the most of your CRM tools

Many CRM systems fail to live up to their potential, but you can address this issue by collecting data and developing protocols for success, writes Ken Thoreson, president of Acumen Management Group. The "art and science" of sales management "will still rely on the salesperson's ability to create trust and confidence during the sales process, but a more prescriptive, proven approach to winning the sale will be the salesperson's most effective ally," he writes.